Apple continues to lead the global smartwatch market, but the competition is closing the gap. New industry data shows that Apple Watch shipments increased during the first quarter of 2026. However, the company’s market share remains well below the record levels it achieved several years ago.
According to research from Counterpoint, Apple captured 23% of global smartwatch shipments in the first quarter of 2026. While that kept Apple in first place, the figure remains significantly lower than the 35.9% market share it held during the same period in 2021.
New Models Help Reverse Recent Declines
The latest Apple Watch lineup played a key role in improving sales. Counterpoint reported that Apple recorded a 21% year-over-year increase in shipments, making it the strongest-performing smartwatch brand during the quarter.
Analysts credited several factors for the rebound. New health-focused features attracted existing customers, while the affordable Apple Watch SE 3 appealed to first-time smartwatch buyers. Together, these updates helped Apple recover after several slower years for the wearable market.
The improvement also contrasts with 2025, when analysts linked weaker performance to limited product updates and the absence of a new Apple Watch Ultra release during 2024.
Global Competition Continues to Grow
Although Apple retained the top position, rival brands continued gaining momentum across several regions. Samsung experienced a 28% decline in shipments during the quarter, yet Chinese manufacturers and other competitors continued expanding their presence in the global market.
North America remained Apple’s largest market, accounting for more than half of its smartwatch sales. Meanwhile, China and Europe posted the fastest growth for Apple Watch, reflecting increasing demand beyond the company’s traditional strongholds. Overall, worldwide smartwatch shipments grew 4% year over year, while China’s smartwatch market expanded 15% during the same period.
Looking Ahead
Apple’s recent sales recovery suggests consumers continue valuing its health features, software integration, and expanding product lineup. Nevertheless, the company faces a far more competitive market than it did five years ago.
Industry observers now expect Apple to build on this momentum with future wearable innovations. Reports already point to a significantly redesigned Apple Watch Ultra 4, which could strengthen Apple’s position even further. If the next generation delivers meaningful improvements, Apple may not regain its previous record market share immediately, but it could reinforce its leadership as competition across the smartwatch industry continues to intensify.
